Soon after YG Entertainment, the agency of K-pop girl group Blackpink, announced that the group will hold a concert in Hanoi, the information generated tremendous excitement among Vietnamese music lovers.
For Blink, the official fandom name for Blackpink, the concert is the chance for them to meet their idols in person. For the Vietnamese tourism sector, it provides a valuable opportunity to lure visitors and promote the land, people, and culture of Vietnam to international friends.
K-pop girl group Blackpink.
Blackpink is a Republic of Korean (RoK) girl group, consisting of four members Jisoo, Jennie, Rosé, and Lisa, who have inspired the global public with their unique music and fashion styles. Since their debut in 2016, the group has quickly dominated the music market in the RoK and the world, with many hit records that have reached billions of views.
Before Vietnam, Blackpink had successful shows on their current world tour ‘Born Pink’. Ticket sales were sold quickly for the concerts across the continent, and became the highest-grossing tour by a female group, as their world tour grossed over 78 million USD, surpassing the previous record held by the Spice Girls.
Therefore, the two-night concert at Hanoi's My Dinh National Stadium will surely be a magnet to attract visitors to Vietnam.
By seizing the opportunity, Vietnam tourism will lure a large number of tourists who are fans of Blackpink, both at home and abroad.
It is possible to design attractive package tours including tickets to music shows, accommodation, meals, and places of interest, for visitors, especially young customers from neighbouring countries such as Thailand, the RoK, China, Indonesia, and the Philippines, where Blackpink has achieved strong popularity.
Over recent years, music tourism has risen into a popular trend among young people. In our country, domestic shows of famous music stars such as Ha Anh Tuan, My Tam, Le Quyen, Van Mai Huong, Dong Nhi, and Hoa Minzy have become attractive tourist products in the destinations which host their mini shows or concerts.
This is clear evidence of the considerable potential of music tourism.
Many experts believe that, along with promoting the domestic market, Vietnam also needs to focus on attracting international stars and establishing itself as a favourite destination for major art events.
Facts have shown that music fans are willing to spend a lot of money on their idols.
The poster for the Blackpink's Born Pink world tour in Hanoi.
To grasp the opportunity, travel companies need to closely coordinate with event organisers to ensure a price stabilisation policy for tourists, as well as improve their capacity to welcome and serve a large number of visitors, who wish to seek out new travel experiences while attending art events.
Vietnam’s neighbouring countries such as the Rok, Singapore, Indonesia, and especially Thailand, are quite successful in attracting international stars to perform, thanks to their preferential policies regarding granting licenses, event budget expenses and organisation.
Thus, to become a host location of international art events, Vietnam needs to improve its infrastructure and work out policies to create the most favourable conditions for the event’s organisers, stars and international artists, who act as cultural ambassadors, bringing Vietnam's image and culture to the world.